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Designing the New!
Narratives !
Adam Sigel !
Cutbait Productions !
#PixelLab!
@powertothepixel!
The Ultimate Dinner Party
Experience
Experimentation
Release of
Control
Designing the New Narratives !
Designing the New Narratives
Have you ever been Experienced?
From Spectacle to Story
Had to evolve the film experience
Convergence – What’s old is new again
Additional
dialogue
Advertise
movies
Trivia about
Actors 
Movie Star
is born
Subjective Identification -
Expand the first part of
the story of “Psycho”
Feelings of empathy -
Anxiety, Chaos, Guilt, 
Sus...
The scene that shocked the world and ruined
the shower forever.
Rules of Engagement: How Hitchcock made
“Psycho” into a multiplatform experience 
Deal with impact of TV
Make it an event ...
Rules of Engagement: How Hitchcock made
“Psycho” into an multiplatform experience
Early activities - Books,
Oaths 
Rules on how the movie
would be screened
Security on hand to
prevent riots 
Hitchcock aud...
Innovation Born of Idiocracy
The revolution will be an accident
Innovation Born of Idiocracy
The revolution will be an accident
$31 M in 10 days
Over $50 M total
Sony’s #1 online
release...
“That a tale shall accomplish something and arrive
somewhere”
- Mark Twain
Audience Engagement 
Art is wedded to
engagement 
Guided by user
behavior
Levels of engagement
Welcome to the Convergence
Telecommunication has gone from scarcity to
limitless abundance. 
Audience interactivity morphs...
Audience Engagement 
Creatives have an
opportunity to explore
and continue creating
Guided by user behavior
Make it an eve...
Levels of Engagement
Three Levels:
Passive -
Traditional
Casual - Minor
Commitment
Active - Story
comes to Life
Audience E...
Passive Engagement – The World & Genre
Audience Engagement
Traditional marketing
with community
management
Assets created ...
Casual Engagement - Minor Commitment 
Audience Engagement
Games & Apps go
beyond central storylines
Interface requires som...
Active Engagement – Story comes to life
UGC, ARG, LARP 
Real World & Virtual 
Major Release of
control
As participation
re...
Examining Engagement
Aesthetic
And
Integration
Looking Inside
Narrative Aesthetic
… In a language embellished with each kind of artistic
ornament, the several kinds being found in sepa...
Narrative Aesthetic
Important part of gameplay
Creates sense of immersion
Can over-complicate and deter users
Fragmentation
Narrative Aesthetic
Generative
User Generated
Content is king
Dynamic – Time is
part of the story
Responsive – Like a
Meme...
The Culture of Participation
“Fans are the most active
segment of the media
audience, ones that refuse
to simply accept wh...
Culture of Participation
“Participatory Culture” 
by Henry Jenkins 
1. Low barriers to engage
2. Sharing
3. Training & pas...
ABOUT STORYWORLDS…
Topos - Settings
Mythos - Mythology
Ethos - Character, Themes, POV
Topos - Settings
Physical and material
landscape
Social and temporal
aspects
Technological 
STORYWORLDS
Mythos - Mythology
Backstory - What got us to this point
Timeline / Chronology - key events in history
Archetypes - Shapes...
Ethos - 
Character, Themes, POV
Morality - Codes of behavior &
ethical questions
Values - What matters to the
characters
P...
Narrative Aesthetic
Narrative Aesthetic
Fractals
Fragments that
replicate the
original
Sub-plots, mirror
stories
Help reinforce
central theme ...
Narrative Aesthetic
Facets
Fragments are parts of the
whole, distinct purpose
Franchise, may or may not
be connected
Exten...
Merchandising (Monetization) -
Marketing - Community
M.M.C.!
Merchandising (aka Monetization)
The Business Model
Is it a process or a
product?
Each component is:
Unique (Content)
Comp...
Merchandising (aka Monetization)
Disney: The King of Franchise
Transmedia is working when you don’t notice it
Narrative Integration
PLATFORM SELECTION
Each has its own kind of experience vectors
MOBILE WEB GAMING EXPERIENCE FILM/TV REAL WORLD/EVENTS COMM...
Social media platforms have unique characteristics
Social media platforms can have context collapse
Community
The Social Proof
Fans and Followers are the new currency
ABOUT STORYWORLDS…
Topos - Settings
Physical and material landscape; Social
and temporal aspects; Technological 
Mythos - ...
Branding
Finding the “Trans”
Madison Avenue
developed many of
the tricks —
Marketing has always been part of the story
Building Your Brand
Brand as an account
Deposits and
Withdraws
The Brand Account - Star Wars
What is point?
If you want to
send a
message, try
Western Union.
Frank Capra
GET TO THE CORE
GET TO THE CORE
The Strategy is the road map
The Core is the driver of your story
Strategy Defined:
A plan of action designed
to achieve a particular goal.
A media plan defines the
roll-out strategy.
Driv...
A strategy to do what?
How to break the Internet?
What is point?
If you want to
send a
message, try
Western Union.
Frank Capra
Thank You
@cutbait
The Medium is the Message
Audience Engagement
The Four E’s
Experience
Everywhere
Exchange
Evangelize
Designing Narratives
Have you ever been Experienced?
Viewers are
now users
Complex
Engagement 
Release Control
Designing Narratives
Here, There, Everywhere
Users want to
access content
when and where
they want.
Each component is
comp...
Designing Narratives
Exchange = Engagement
Prizes (contest) 
Causes (feel good)
Status (scarcity) 
Fun (it’s fun)
Value pr...
Designing Narratives
Spreading the Word
What makes
something viral?
Users will promote
what are invested
in.
Community
bui...
Touch points are how we engage with the world
Finding them is not a science 
Narrative Integration
PLATFORM SELECTION
Each has its own kind of experience vectors
MOBILE WEB GAMING CORE EXPERIENCE FILM/TV REAL WORLD/EVENTS...
I	
  doc	
  examples	
  
http://www.invisiblepictureshow.com/	
  
http://www.48hourgames.com/	
  
Serous	
  games	
  –	
  ...
The Pixel Lab 2015 | Designing the new narratives - Adam Sigel
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The Pixel Lab 2015 | Designing the new narratives - Adam Sigel

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In the rapidly changing landscape between technology, art and entertainment, storytellers must begin to apply new strategies to integrate their narratives across an increasingly complex system. This lecture will better define key areas in narrative design such as story engine, user engagement, socialisation and immersion. It will lay out basic principles and challenges in creating these new narrative experiences.

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The Pixel Lab 2015 | Designing the new narratives - Adam Sigel

  1. 1. Designing the New! Narratives ! Adam Sigel ! Cutbait Productions ! #PixelLab! @powertothepixel!
  2. 2. The Ultimate Dinner Party Experience Experimentation Release of Control
  3. 3. Designing the New Narratives !
  4. 4. Designing the New Narratives Have you ever been Experienced?
  5. 5. From Spectacle to Story Had to evolve the film experience
  6. 6. Convergence – What’s old is new again Additional dialogue Advertise movies Trivia about Actors Movie Star is born
  7. 7. Subjective Identification - Expand the first part of the story of “Psycho” Feelings of empathy - Anxiety, Chaos, Guilt, Suspense and Tension - Building up the moment and then the release Hitchcock - The Classic Auteur
  8. 8. The scene that shocked the world and ruined the shower forever.
  9. 9. Rules of Engagement: How Hitchcock made “Psycho” into a multiplatform experience Deal with impact of TV Make it an event - reason to come to theater. Change behavior — Watch from the beginning
  10. 10. Rules of Engagement: How Hitchcock made “Psycho” into an multiplatform experience
  11. 11. Early activities - Books, Oaths Rules on how the movie would be screened Security on hand to prevent riots Hitchcock audio recordings played in the lobby The first Blockbuster Rules of Engagement: How Hitchcock made “Psycho” into a multiplatform experience
  12. 12. Innovation Born of Idiocracy The revolution will be an accident
  13. 13. Innovation Born of Idiocracy The revolution will be an accident $31 M in 10 days Over $50 M total Sony’s #1 online release of all time Studios are changing how they release films (mostly Indies)
  14. 14. “That a tale shall accomplish something and arrive somewhere” - Mark Twain
  15. 15. Audience Engagement Art is wedded to engagement Guided by user behavior Levels of engagement
  16. 16. Welcome to the Convergence Telecommunication has gone from scarcity to limitless abundance. Audience interactivity morphs the passive audience into an engaged audience. Colin R. Blackman
  17. 17. Audience Engagement Creatives have an opportunity to explore and continue creating Guided by user behavior Make it an event
  18. 18. Levels of Engagement Three Levels: Passive - Traditional Casual - Minor Commitment Active - Story comes to Life Audience Engagement
  19. 19. Passive Engagement – The World & Genre Audience Engagement Traditional marketing with community management Assets created to promote central component. “In space no one can hear you scream.”
  20. 20. Casual Engagement - Minor Commitment Audience Engagement Games & Apps go beyond central storylines Interface requires some participation Parallel, mirrors, expands story of the main component
  21. 21. Active Engagement – Story comes to life UGC, ARG, LARP Real World & Virtual Major Release of control As participation requirement increases, number of participants decreases Audience Engagement
  22. 22. Examining Engagement Aesthetic And Integration Looking Inside
  23. 23. Narrative Aesthetic … In a language embellished with each kind of artistic ornament, the several kinds being found in separate parts of the play; in the form of action, not of narrative… Must have six parts, which determine its quality Plot Characters Diction Thought Spectacle Melody Aristotle
  24. 24. Narrative Aesthetic Important part of gameplay Creates sense of immersion Can over-complicate and deter users Fragmentation
  25. 25. Narrative Aesthetic Generative User Generated Content is king Dynamic – Time is part of the story Responsive – Like a Meme Gives authorship to the audience
  26. 26. The Culture of Participation “Fans are the most active segment of the media audience, ones that refuse to simply accept what they are given, but rather insists on the right to become full participants.” Henry Jenkins,  Convergence Culture
  27. 27. Culture of Participation “Participatory Culture” by Henry Jenkins 1. Low barriers to engage 2. Sharing 3. Training & passing of knowledge from a mentor 4. Belief that contributions matter 5. Social connection with each other 1. Call to Adventure 2. Supernatural Aid & Threshold 3. Challenges & Help from the Mentor 4. Revelation & transformation 5. Atonement & Return “The Hero’s Journey” by Joseph Campbell
  28. 28. ABOUT STORYWORLDS… Topos - Settings Mythos - Mythology Ethos - Character, Themes, POV
  29. 29. Topos - Settings Physical and material landscape Social and temporal aspects Technological STORYWORLDS
  30. 30. Mythos - Mythology Backstory - What got us to this point Timeline / Chronology - key events in history Archetypes - Shapes how we perceive characters STORYWORLDS
  31. 31. Ethos - Character, Themes, POV Morality - Codes of behavior & ethical questions Values - What matters to the characters Perspective - The Center of Good STORYWORLDS
  32. 32. Narrative Aesthetic
  33. 33. Narrative Aesthetic Fractals Fragments that replicate the original Sub-plots, mirror stories Help reinforce central theme and story
  34. 34. Narrative Aesthetic Facets Fragments are parts of the whole, distinct purpose Franchise, may or may not be connected Extend world and brand
  35. 35. Merchandising (Monetization) - Marketing - Community M.M.C.!
  36. 36. Merchandising (aka Monetization) The Business Model Is it a process or a product? Each component is: Unique (Content) Complete (B-M-E) Benefit (Value)
  37. 37. Merchandising (aka Monetization) Disney: The King of Franchise Transmedia is working when you don’t notice it
  38. 38. Narrative Integration
  39. 39. PLATFORM SELECTION Each has its own kind of experience vectors MOBILE WEB GAMING EXPERIENCE FILM/TV REAL WORLD/EVENTS COMMUNITY Narrative Integration
  40. 40. Social media platforms have unique characteristics
  41. 41. Social media platforms can have context collapse
  42. 42. Community The Social Proof Fans and Followers are the new currency
  43. 43. ABOUT STORYWORLDS… Topos - Settings Physical and material landscape; Social and temporal aspects; Technological Mythos - Mythology Backstory; Timeline / Chronology; Archetypes Ethos - Character, Themes, POV Morality / Codes of behavior; Ethics & Values - The Center of Good
  44. 44. Branding Finding the “Trans” Madison Avenue developed many of the tricks — Marketing has always been part of the story
  45. 45. Building Your Brand Brand as an account Deposits and Withdraws
  46. 46. The Brand Account - Star Wars
  47. 47. What is point? If you want to send a message, try Western Union. Frank Capra
  48. 48. GET TO THE CORE
  49. 49. GET TO THE CORE The Strategy is the road map The Core is the driver of your story
  50. 50. Strategy Defined: A plan of action designed to achieve a particular goal. A media plan defines the roll-out strategy. Driving platform and evolution of experience. Always remember your CORE. PLAN OF ATTACK
  51. 51. A strategy to do what? How to break the Internet?
  52. 52. What is point? If you want to send a message, try Western Union. Frank Capra
  53. 53. Thank You @cutbait
  54. 54. The Medium is the Message Audience Engagement
  55. 55. The Four E’s Experience Everywhere Exchange Evangelize
  56. 56. Designing Narratives Have you ever been Experienced? Viewers are now users Complex Engagement Release Control
  57. 57. Designing Narratives Here, There, Everywhere Users want to access content when and where they want. Each component is complete Users control amount consumed
  58. 58. Designing Narratives Exchange = Engagement Prizes (contest) Causes (feel good) Status (scarcity) Fun (it’s fun) Value proposition
  59. 59. Designing Narratives Spreading the Word What makes something viral? Users will promote what are invested in. Community building
  60. 60. Touch points are how we engage with the world Finding them is not a science Narrative Integration
  61. 61. PLATFORM SELECTION Each has its own kind of experience vectors MOBILE WEB GAMING CORE EXPERIENCE FILM/TV REAL WORLD/EVENTS COMMUNITY Narrative Integration
  62. 62. I  doc  examples   http://www.invisiblepictureshow.com/   http://www.48hourgames.com/   Serous  games  –  Paper’s  please   http://www.slate.com/blogs/future_tense/2013/08/23/ papers_please_serious_video_game_raises_tricky_moral_questions.html   Community  Building  /  Engagement   https://www.youtube.com/watch?v=fW8amMCVAJQ   http://www.participantmedia.com/   http://www.bokabuddies.co.za/wordpress/archives/1564   MIT  doc   http://docubase.mit.edu/  

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